Analysis Of Consumer Satisfaction On Product And Service Quality At The Opa Kumis Food Court Using The Importance Performance Analysis Method

Abstract

The purpose of this study were to determine (i) the attributes that are considered important by consumers in order to achieve customer satisfaction, (ii) the level of customer satisfaction on products and services quality, and (iii) the attributes that need to be improved to provide a better customer satisfaction. Research was conducted at the Opa Kumis Jimbaran Food Court. Data was obtained through questionnaires that filled in by 100 respondents. This study used the Importance Performance Analysis (IPA). The results showed that the attribute that had the highest level of product satisfaction was the price (100.47%) while the lowest was other product offerings (88.16%). The attribute that has the highest level of service satisfaction was a comfortable interior design and a safe parking space (100.23%) while the lowest was the waiter's understanding of consumer requests (85.14%). Attributes that need to be improved in terms of products are the menu prices offered are affordable, the food prices are in accordance with the portions, the decorations on the dishes provided are attractive, the sambal/sauce and soy sauce are always available, and the food menu offered is always available. Meanwhile, in terms of service, the waiters look neat, the interior and exterior designs are comfortable and safe, the alertness of the waiters to clean the finished consumer tables.